Beauty. Fashion. Lifestyle

Wednesday, 17 May 2017

ELF Beauty To Launch In UK Superdrug Stores


Superdrug welcomes Elf Cosmetics back into the UK! The line is already available online and will launch in stores from June 1st.

Before the likes of Makeup Revolution and Makeup Academy, Elf Cosmetics was one of the first online beauty brands to offer a complete budget friendly line of makeup and tools. Ranging from just £3, ELF now offers more than 300 products that include bath products, skin-care products, mineral-based makeup that are 100% cruelty-free. 

In 2015, ELF announced that they would no longer be distributing to the UK market, but they are now back in full force, launching in 250 Superdrug stores across the country. Elf's chief executive officer, Tarang Amin says,“We’ve been there as an e-commerce business for a few years. This is our first major distribution in the U.K.”

Founded in 2004 by father and son duo, Joseph Shamah and Scott Vincent Borbaby, Eyes Lips Face also known as ELF, began in New York City. With just 13 products in the original line, Elf now stocks over 300 products in over 17 countries worldwide. 

Elf Cosmetics was one of the first brands I fully explored when I first got into beauty and makeup, so the relaunch definitely offers a sense of nostalgia! With such a large selection of products online to choose from, along with the affordable price tags, it was one of the first brands truly allowed me - and many other teens from around the country - the chance to play and experiment with makeup. 

To celebrate the announce of the launch, here are three ELF products I can't wait to revisit and get my hands on! 


This was one of the first products I tried from Elf, and I hit pan on two of them! Held in a sleek, black compact this convenient duo even has a mirror so it is perfect for on the go. The blush is a rosy pink with shimmer which will give you a healthy, flushed glow perfect for the summer months, and the bronzer is a great shade to add definition to your cheek bones! For just £5.00 you really can't go wrong. It is pretty pigmented though so you'll need to use a light hand when you use this!


Unless you have been living under a rock, you would have seen this highlighter doing the circuit on Insta, Pinterest and Youtube! It is supposed to give you a beautiful radiant glow and has great reviews so I am intrigued to try this! It claims to be long-lasting and can be applied wet for a vibrant effect or dry for sheer pigmentation. Again it is just £5.00! I wonder if this will give my all time favourite, the Becca Shimmering Skin Perfecter in Opal a run for its money?


I don't know about you but I am still enjoying wearing a matte lip. They are no fuss and can look really flattering. The Elf Matte Lip Colour in Tea Rose is a pigmented matte lip colour in that dusty pink we all have gone mad for. Another product that is perfect for when you are on the go, the jumbo pencil is one that you can simply twist up so no sharpener is needed! Enriched with enriched Vitamin A, C & E it will also hydrate and moisturise your lips. 

Are there any products you are looking forward to getting your hands on?
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